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Meta Shares Latest Numbers on Rules Enforcement, Including Abuse and Terror-Related Content and Fake Profiles

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Meta has published its Community Standards Enforcement Report for Q1 2022, which provides an overview of its ongoing efforts to detect misuse and abuse in its apps, and address such via evolving detection and removal processes.

And those efforts do appear to be having an impact – first off, on bullying and harassment, Meta says that it increased its proactive detection rate on such content from 58.8% in Q4 2021 to 67% in Q1 2022, via improvement of its detection technology. 

This is a key area of focus, particularly on Instagram, where research has shown that younger users can suffer serious psychological impacts from in-stream comments and criticisms, and abuse from peers. As such, it’s good to see Meta’s systems evolving in this respect, which could help to provide more support and assistance for those facing such challenges.

Though, concerningly, it has also seen a rise in suicide and self-harm content on Instagram over the past two quarters.  

Meta Community Standards Enforcement Report - Q1 2022

Meta also says that it removed 1.8 billion pieces of spam content in Q1, up from 1.2 billion in Q4 2021, ‘due actions on a small number of users making a large volume of violating posts’.

It’s also taking more action on terrorism and organized hate, with enforcement numbers increasing on both Facebook and Instagram.

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Meta Community Standards Enforcement Report - Q1 2022

Meta says that views of violating content that contains terrorism are very infrequent, with most removed before people see it.

“In Q1 2022, the upper limit was 0.05% for violations of our policy for terrorism on Facebook. This means that out of every 10,000 views of content on Facebook, we estimate no more than 5 of those views contained content that violated the policy.

Even so, it is worth noting this rise in detection and enforcement, on both Facebook and IG.

Also, don’t show this to Elon:

Meta Community Standards Enforcement Report - Q1 2022

Meta removed 1.6 billion fake accounts in Q1 2022, while its rate of fake profiles remains steady.

We estimate that fake accounts represented approximately 5% of our worldwide monthly active users (MAU) on Facebook during Q1 2022.”

Which is the exact same percentage of fake profiles that Twitter has reported forever, and has now become a key focus in Elon Musk’s takeover offer for the app.

It’s interesting to note that this 5% figure almost seems like an agreed upon industry norm, with the actual numbers impossible to fully determine. Similar to Twitter, Meta would likely conduct sampling to measure the rate of fakes, but it’ll be interesting to see if, when pressed, Twitter is forced to come up with a more accurate, in-depth profile of fake account activity in its app.

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Either way, Meta’s stats are up to industry standard, according to a new audit by EY, which found that its enforcement metrics were ‘fairly stated’, and its internal controls are ‘suitably designed and operating effectively’.

That, presumably, applies to fake account numbers as well, which may mean that 5% is indeed an acceptable estimate, based on the data available.

Whether that provides more assurance or not is likely down to your personal perspective, but Meta has now had its data tracking processes independently assessed, which should add more weight to its numbers.

You can check out Meta’s full ‘Community Standards Enforcement Report’ for Q1 2022 here.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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